An audience-led approach to programming and marketing

In July 2017, East Durham Creates took part in the Arts Marketing Association’s conference in Belfast.

Presenting a session in partnership with The Audience Agency, Nikki Locke, Head of East Durham Creates (2014 – 2017), talked through practical examples of how we’ve tested different approaches and put the needs of our audiences first.

Nikki shared case studies from the first three years East Durham Creates’ work and outlined how they took an audience-led approach by doing the following: